Bridal Showers
The bridal shower is another occasion when retailers and vendors can connect with young consumers, whether those looking forward to their own party time or a celebration for family and friends.
For families and friends, bridal showers are in the sights of 21% of respondents to the Occasions survey, down three points year over year. For their part, 14% of respondents were getting ready for a bridal shower in their own lives, flat to last year.
When celebrating a bridal shower, 23% of respondents said they were likely or somewhat likely to purchase a home and housewares gift consistent with 2023.
Bedroom products are the most popular home merchandise category selected by bridal shower gift givers at 34%, followed by kitchen products at 30% and bathroom or personal care products at 25%. Then, 30% of consumers would give gift cards.
When it comes to gender, 32% of women would give kitchen products versus 29% of men, but 29% of men would give bathroom products vs. 22% of women. Women edge out men when giving bedroom products at 34% to 33%, while 23% of men versus 11% of women would give cleaning or home environment products and 26% of men would give organization or home decor products versus 19% of women. Of the 30% of consumers who would choose a gift card for a bridal shower, 32% were men and 28% were women.
Regarding education, 23% of respondents with post-graduate and bachelor’s degrees anticipated participating in a friends and family bridal shower, as opposed to 19% of respondents who didn’t attend college. Then, 15% of respondents with less than a college degree expected their own bridal shower compared to 13% of both graduates and post-graduates.
The April to June timeframe is when most consumers expect to purchase a bridal shower gift, at 31%, with July to September following at 22%.
Consumers 35-44 are most likely to attend a family and friends bridal shower, at 29%, over the next 12 months, followed by those 18-34 at 25%, which represents a substantial year-over-year flip, with the younger of the two groups posting a 36% and the older a 29% response in the 2023 survey.
For your friends and family, how likely is it, if at all, that a bridal shower will take place?
For a bridal shower, are you more likely to buy a gift card or a specific gift?
By the same six-point margin, 18- to 34-year-olds, at 34%, top 35- to 44-year-olds in considering a home and housewares gift for a bridal shower.
As might be expected, consumers 18 to 34 are those most likely to anticipate being involved in a bridal shower themselves, at 25%, or, at 36%, a family or friend’s bridal shower. Still, in both cases, the proportion is seven points higher than that of the next highest demographic, those 35 to 44.
What general product categories of home and housewares gifts would you be likely to purchase for a bridal shower? (Select all that apply)
At 42%, men, by 11 points, are more likely to purchase bridal shower gift cards than women, while consumers 45 and over lead age cohorts in their purchasing at 40%.
When it comes to bridal showers, 59% of consumers are more likely to purchase a specific gift versus 36% who would prefer to purchase a gift card.
For yourself, how likely is it, if at all, that a bridal shower will take place at least once in the next 12 months?
In the next 12 months, how likely is it, if at all, that you will purchase a home and housewares gift for a bridal shower?
By five points, women are more likely to purchase a housewares gift for a bridal shower, at 26%, versus men.
Final Thoughts
Bridal showers represent engaged couples’ last big pre-wedding event and an important point in the nuptials journey. It’s also a point where gift-giving becomes a more considered activity as it focuses on finding presents that will support and enhance a couple’s lifestyle. It also could be a bride’s first experience creating a registry, so it’s a particular opportunity for retailers and vendors to impress a couple with a long future of gifting in front of them.
